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Free Lesson
Segmenting Demand by Desired Progress (Apple iPhone)
45 min
Jan 8, 2026 1:00 PM
Virtual (Zoom)
In this video
What you'll learn
Job Theory + Customer Progress Thinking
Learn why people don’t buy devices — they hire them to make Aspirational, Functional, Emotional, and Social progress.
How to Identify the Struggling Moment
Spot the triggers that create demand right now — when staying stuck becomes worse than switching.
Segment by Situational Context
See how the same product solves different jobs in different situations — using four iPhone upgrade contexts.
Model Switching with Promoting vs Blocking Forces
Understand how Push, Pull, Desire vs Habit, Avoidance, Anxiety drive or delay iPhone purchase decisions.
Why this topic matters
Customers don’t buy products for what they are — they buy them for the progress they enable. When you understand what progress people are trying to make, you can predict switching behavior and design experiences that accelerate it.
You'll learn from
John Gusiff
Managing Partner, Customer Centric LLC
Consulted at
